User-Centred Design - Taking the U out of User

User Centred
Design
Taking the U out of USER
By: Jax Wechsler

Wednesday, 24 October 2012

Outline
• A Bit About Me
• User Centred Design (UCD)
• Usability
• UCD Process & Tools
• Resources

http://www.ﬂickr.com/photos/svandermark/184667652/sizes/l/in/photostream/

My Experience

• Grad. Cert. in Digital Media
• Grad. Cert. in IT
• Masters in IT (Research)
• Over 12 years online experience

http://www.ﬂickr.com/photos/simpologist/16734948/

A common problem....


“We do not see things as they are;
we see things as we are”
- The Talmud

http://www.ﬂickr.com/photos/omnium_photo/262747388/sizes/z/in/photostream/

User Centred Design
The central premise of user centred design is
that the best designed products and services
result from understanding the needs of the
people who will use them.
- UK Design Council


User Centred Design
The process we follow to ensure

high usability
i.e. "The extent to which a product can be used by
specified users to achieve specified goals with
effectiveness, efficiency, and satisfaction in a
specified context of use." ISO 9241-11

http://www.usabilitynet.org
http://www.usability.gov/

helps us to makes things easier to
LEARN and USE
http://www.ﬂickr.com/photos/45364450@N05/4580747339/sizes/l/in/photostream/

gets cross-disciplinary teams
on the SAME PAGE

UCD Process
UNDERSTAND

DESIGN

EVALUATE


Rinse & repeat...
http://www.ﬂickr.com/photos/fvanharreveld/3589454845/sizes/l/in/photostream/

1
UNDERSTAND


Knowing your users

EXPECTATIONS NEEDS

EXPERIENCE

FEELINGS

GOALS & TASKS

CONTEXT OF USE
THOUGHTS


?

Telephone Staff
http://www.ﬂickr.com/photos/plenty/3360322975/sizes/l/in/photostream/

Contextual Inquiry
http://www.ﬂickr.com/photos/springreen/72964726/sizes/l/in/photostream/

Web Analytics
http://www.ﬂickr.com/photos/batiks/7610535900/sizes/l/in/photostream/

Card Sorting
http://www.ﬂickr.com/photos/batiks/7610535900/sizes/l/in/photostream/

Tools to think with
http://www.ﬂickr.com/photos/herebythewaybut/3991496680/sizes/l/in/photostream/

CUSTOMER JOURNEY MAP EXAMPLE
http://www.ﬂickr.com/photos/maureenhanratty/3397835918/sizes/l/in/photostream/


Persona
n. amodel of human behaviour that is
- derived from contextual research data
- described as if it were a real person
- promote shared understanding/empathy
- used in stories to envision the future

http://www.uxforthemasses.com/personas/
http://www.steptwo.com.au/papers/kmc_personas/index.html
http://www.slideshare.net/mobile/diana.mounter/the-role-of-personas-in-usercentred-design

PERSONA EXMPLE
http://www.flickr.com/photos/flexeflix/4266820921/sizes/z/in/photostream/


EMPATHY MAP EXAMPLE
http://www.ﬂickr.com/photos/davegray/2380465521/lightbox/


Scenarios

a scenario is a description of a persona
using a product to achieve a goal,
they describe an instance of use…in context.

http://infodesign.com.au/usabilityresources/scenarios/
http://uxthink.wordpress.com/2010/11/30/using_scenarios/

Stories about your personas

Understanding how
others may see things

Scenarios
assist us to think about use in context
assist us to think about problems and
opportunities in current design
ﬂesh out & evaluate a concept from multiple
perspectives


Use in context

http://uxthink.wordpress.com/2010/11/30/using_scenarios/


Creating Scenarios
> Who is the persona involved?
> What triggers the experience?
> What happens?
> What is the outcome?

Focus on the activities people do, &
the context in which they do them


2 DESIGN


Collaborative design
workshops

Sketch, sketch & sketch
http://www.ﬂickr.com/photos/amherd/3527566865/sizes/l/in/photostream/

3
VALIDATION


Talk to people
& validate your sketches

Test your prototypes
& existing sites

Testing incentives
http://www.ﬂickr.com/photos/mcordell/4116728205/sizes/o/in/photostream/

THINGS TO
CONSIDER....


You are
communicating
information
to different kinds
of people


UX
Honeycomb

by
Peter
Morville,

http://www.ﬂickr.com/photos/trblmkr/317526681/sizes/o/in/photostream/

You are NOT your user
(& neither is your manager)

Books


Online Resources
UX BLOGS
http://johnnyholland.org/
http://www.uxbooth.com/
http://www.boxesandarrows.com/
http://www.uxmatters.com

CUSTOMER JOURNEY MAPS
http://bit.ly/OQ9jL8

USER RESEARCH
http://www.uxmatters.com/topics/user-research/


QUESTIONS?

jax@jaxinteractive.com http://jaxinteractive.com
twitter: @jacwex http://uxthink.wordpress.com

User-Centred Design - Taking the U out of User

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